A presentation at a Millward Brown India event on the "Language of Love in Social Media" study conducted by Millward Brown Firefly.

2. Language of Love In Social Media
New Rules for Brand Engagement
with Consumers in India and Beyond

3. Social media has changed the brand-consumer dynamic.

4. ...and hope is not a Social Media strategy

5. “Social media is like teen sex. Everyone wants to do it.”
– Kaushik, Analytics Evangelist, Google
We have to start building
India consumer communications
19,488,500 through social media
otherwise we will be left
Facebook Users behind. However, we and
our comm. partners are still
1 Billion: The discovering what social
amount of media can do for our
content share business. There is a lot of
on Facebook per talk, but no concrete action
week
220% increase in Head of Marketing
FB users over Communication, FMCG,
2009-10 Indonesia

6. “Social media is like teen sex. Everyone wants to do it.
Nobody knows how. When it’s finally done they’re
surprised it’s not better” – Kaushik, Analytics Evangelist, Google
People expect you to be
You can try to steer much more responsive, and
the conversation, take you need to have that
out unfair comments, capability – this capability
but the truth is that also takes time to build
when it is out there, it
will have a life of its
own When you fail to do it
correctly….they will tell you
directly what they think of
Managing Director, Brand what you just said and what
Consultancy you have just done
Regional VP, Agency

7. Stop thinking “campaigns”
Start thinking “conversations”
Ignoring social media, Thoughtfully Jumping on bandwagon —
staying out of game integrated program "must be there"
• Less relevant/current • Ability to listen to • Consumers see right
and trustworthy consumers and through this — and it
• Complete loss of understand their kills credibility
control (consumers needs • Traditional
define the brand by • Consumers co-own marketing approaches
themselves) the brand and alienate consumers
evangelize

8. We all know, the brand impact of Social Media is
measurable

9. And social media is a force to be reckoned with

10. Social media has been useful for brand building

11. Brands are still feeling awkward Are people giving permission to brands to
interrupt their social network experience?
What sort of brand content do they want to
interact with?
Regional Category Manager
What are the brands they think fit or do not fit
with social media? What value would they
expect from the relationship with the brand via
social media?
Managing Director, Brand Consultancy

12. The language of love is universal

13. A Three Month Conversation with hundreds of people

15. Romance Familiarity Power Struggle Stability
Focus on Create Intimacy Cultivate Trust Behave Less Like a
Discovery and and Build Through Brand and More
Attraction Credentials via Transparency and Like a Friend
Humanization Consistency
Engagement Engagement

16. Romance
Be selective, and choose wisely
90 9 1
Moderates Influencers Social Media Star

17. Romance Appear as an object of desire
I would recommend that brands use
Facebook to increase awareness amongst
users regarding various new products and
their attractive new features in order to
increase curiosity and then provide a link to
the official website for further information
Their association with such a cause tells
me that they are concerned and well aware
of their surroundings and are not only
focused on making good business

18. Grab attention

19. Social cause
Romance

20. Romance
Anti-
Seductive
Behavior

21. Don’t Come On Too
Familiarity
strong
• Let a mutual friend make an
introduction
• You are not after something
Enter their spirit
– Play by their rules,
– Indulge their mood
and whims
– Co-create
I am more likely to come across and relate to a brand
that I see on my friends news feed because as there is a
good chance that it might pertain to my interests
If a person is inundated with too many messages they
would simply turn a blind eye towards the brand

22. Consumer language,
shareable unique
messages
Promising experiences

23. Informative/fun
experience

24. Give your brand a face
Familiarity
I think the issue companies are
disregarding is: who is behind the
brand?...Apple is Jobs and Microsoft is
Gates… For a company to have charisma, it
needs people. And to relate, it has to be to
someone, not something.

25. Fun experiences, lots
of fans, exclusive
offerings, an intimate
view of the brand

26. Power Build trust through transparency
Struggle
Transparency
• Post all reviews, positive and negative
• Allow consumers behind the scenes
• Reveal your intentions, motivations
Authenticity
‘The real Expertise
you’
Familiarity Trust Likability

27. Two way sharing
of information
Every few
minutes
Seeking input from
consumers and real time
response/ empathy

28. Extended
conversations

29. The art of
Power
Struggle seduction
– Delivering a truly
individual
experience
– Social media is
about gestures and
small details.
On the blackberry facebook page blackberry lovers
can find critical information, tips, links to various
websites that offer downloadable applications,
upcoming products etc.

30. Responding/
empathizing
mance S

31. Romance
NANO has been under
intense scrutiny b’cos of
alleged lack of safety; and
they have been trying very
hard to allay fears.
Their ‘Wall’ is all about
sharing how Nano owners are
happy and enjoying their
rides.

32. Stability
Keep them guessing –
What comes next
– Keep the flame burning
• Keep things fresh and
interesting
• Be there
• Spontaneous &
creative
– You don’t have to give up
all control
• But, you have to give to
get

33. Stability Invest in it
• Listening in real time means
investing real time…and
real money
Want to see a brand If a company has regular Brands must offer a lot of events
putting in effort into updates and events that and regular updates on their page
social media, otherwise consumers can participate in to lure me in and post reviews etc –
its seen as a ‘me too’. and comment on, then the otherwise there isn't much
-Female, 34 site is always alive ‘socializing’
-Male, 27 - Female, 19

34. High engagement
-conversations,
stories, freebies
Content co-
creation

35. Talking to the
consumer like a
friend, in a non
marketing lingo

36. With Consumers
taking the lead

37. Today's global secret formula
Global Correlation to
top Social Media
Pages
Virtual gifts 0.86
Posts by fans 0.79
Contests and Giveaway’s 0.7
Free downloads 0.68
Sales, Discounts, Coupons and Special offers 0.65
Photos and other images 0.65

38. Easy next steps for India
Top 20 INDIA
Global Correlation
to top Social Media Advertisers
Pages Facebook
Virtual gifts 0.86 3
Posts by fans 0.79 16
Contests and Giveaway’s 0.7 12
Free downloads 0.68 4
Sales, Discounts, Coupons and Special offers 0.65 0
Photos and other images 0.65 15